Coca-Cola "Open Happiness" Campaign


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTG228 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Communications / Brand Management / Advertising
Case Length : 23 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : The Coca-Cola Company
Industry : Consumer packaged goods / Beverage
Countries : USA; Global

Abstract:

The case is about Atlanta-based beverage giant Coca-Cola Company's (Coca-Cola Company) global integrated advertising campaign "Open Happiness". The campaign was launched in the first half of 2009 in markets around the world with the aim of increasing sales of sparkling beverages of the Coca-Cola Company. At a time when the weakened economy was sapping soft drink sales, the "Open Happiness" campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life.

The case discuses the various campaigns launched by the Coca-Cola Company over the years and the role played by these campaigns in enhancing the brand image of Coca-Cola.

The case also focuses on the "Coke Side of Life" launched in 2006 to revive sales of Coca-Cola. The "Coke Side of Life" campaign invited people to choose Coke and live positively. The objective of the campaign was to make Coke more relevant to customers by creating a multi-cultural platform in markets across the world. With the global economic recession and with consumers drifting towards non-carbonated drinks, the company was facing many difficulties. In order to boost its sales, the company decided to create a new campaign and roll it out globally.

The case discusses in detail the objectives and various elements of the "Open Happiness" campaign which included new point of sale, promotions, outdoor and print advertising, digital and music components. The case details the launch of the campaign in various countries and how it was adapted in accordance with the tastes and preferences of the people in those countries. The case also discusses the initial reactions to the "Open Happiness" campaign. Some analysts felt that the campaign might be successful in achieving its objective as it was able to extend the reach of Coca-Cola to wider markets while others were apprehensive that it would not succeed.. The case concludes with thoughts on how the global campaign could be made more effective so that it strikes the right chord with its consumers in different countries.

Issues:

Study the branding strategies adopted by of Coca-Cola Company over the years and how the campaign has evolved over the years.

Understand the role played by its advertising campaigns in 'Coca-Cola' consistently maintaining its No.1 position among global brands.

Understand issues and challenges in creating and rolling out a global advertising campaign.

Analyze the "Coke Side of Life" and "Open Happiness" campaigns.

Discuss and debate whether the "Open Happiness" campaign would be able to achieve its objectives.

Explore ways in which the company could make its "Open Happiness" campaign more effective.

Contents:

  Page No.
Introduction 1
Background Note 2
"Coke Side of Life" 5
"Open Happiness" - Enjoying Life's Simple Pleasures 7
Music and Online Elements 10
The Global Platform 11
Initial Reactions 13
Looking Ahead 14
Exhibits 16

Keywords:

Global marketing campaign, Marketing communication, Advertising strategy, Global integrated ad campaign, Innovative marketing campaigns, Advertising slogans , Coca-Cola ad campaigns, "Project Next", "Open Happiness" campaign, "Coke Side of Life", Carbonated Soft Drinks, Sparkling beverages, Coca-Cola Company, Coca-Cola, Coke, PepsiCo, Pepsi

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